JWT designs campaign comprising four TVCs to introduce its three new flavours, asks consumers to vote for the best ‘rasiya’ for Katrina Kaif
BestMediaInfo Bureau | Mumbai | April 11, 2014
Slice, the popular mango drink from PepsiCo, has launched an innovative campaign to introduce three new mango flavours. Created by JWT, the campaign features four TVCs with brand ambassador Katrina Kaif posing as a demure bride from three different regions.
The three limited edition mango offerings from Slice include the sweet and golden Banganapalli from the South, the juicy Kesar from Gujarat and the royal Dussehri from Lucknow. The campaign invites consumers to vote for the best flavour and win a date with Katrina. The contest is active from March 25 till June 10, 2014 with a winner being declared every 10 days.
Swati Bhattacharya, National Creative Director, JWT, said, “Slice has always been a love affair between the mango and the mango lover. Which is why we came up with the idea of Slice Swayaamvar with Katrina dressed up as three beautiful brides asking consumers to help her choose her ‘rasiya’. We are very thrilled with this campaign and are confident that Swayaamvar will add to the legacy of Aamsutra and Rasiya, and bring Slice even closer to Indian mango lovers.”
The campaign starts with a teaser ad TVC Katrina, dressed as a bride, travels through India in a pallenquin. She talks about the three states from where the three mango flavours have been picked and introduces the idea that people can join her in this journey of finding the best mango flavour.
The other three TVCs show Katrina as the bride from the three regions as she recites a poem for the love of mango. She tastes the mango nectar from a bottle of Slice and finally asks viewers to vote so that they can find out which is the best flavour.
Deepika Warrier, VP - Marketing at PepsiCo India, said, “Slice as a brand has always stood for mango indulgence. With this first of its kind innovation in the category, we have taken mango indulgence to the next level by getting consumers to experience three of their most loved mango varieties from across the country. We have a powerful engagement built into the campaign with Katrina asking consumers to vote for their favourite mango.”
The on-air campaign will be supported by powerful 360 degree campaign including a first ever immersive digital film experience exclusively available on the Slice website, www.mangoslice.in.
Katrina commented, “Feels great to be back in yet another innovative campaign by Slice. Slice Swayaamvar is a unique concept that celebrates three of the most loved mango flavours in India and promises to create a magical mango experience. I was floored by the concept and the three elegant bridal looks and this is the first time I have dressed as three different brides for a campaign. I am also thrilled since this time around I will get to meet Slice consumers through the voting contest. I can't wait to see the consumer response. I need their help with the Slice Swayaamvar to find my perfect mango match!”
Creative Agency: JWT
National Creative Director: Swati Bhattacharya
Executive Business Director: Babita Baruah
Executive Planning Director: Pinaki Bhattacharya
Director (film): Karina Taira
Production House: Cutting Edge Pictures
Media Planning: Mindshare
Katrina’s look: Designed by Anaita Shroff Adajania